HYPE. began in Summer of 2011, when the UK weather, for once, was good! Two friends, both on summer breaks from University, decided they wanted to spend their holiday doing something more than just kicking back and relaxing. With an understanding of retail and business from previous jobs and a fascination with independent clothing companies, creating a brand was high on the cards. After a week of late nights, copious amounts of Monster Energy and the odd bottle of rum; these two friends had created the beginning of HYPE.